BANGKOK – Ajinomoto Co. (Thailand) Ltd. continues its work to support a society where people can truly “Eat Well, Live Well.” This year, the company moves its “Eating is a Miracle” campaign into its second year.
Together with partners, Ajinomoto shines a light on emotional well-being through food at the “Eating is a Miracle Self-Love Food Fest,” a city-center food festival that turns Siam Square into a place for comfort and emotional reset.
At the heart of the event is a simple idea: an ordinary meal can be a real act of self-care. Through “Comfort Eating,” Ajinomoto invites Thai consumers to notice how good food, a relaxed setting, and the right company can help people feel lighter inside. When a meal feels both delicious and comfortable, the heart often feels better, too.
More than 20 well-known restaurants from LINE MAN Wongnai join the festival, along with the return of the fan-favorite “Cooked(-by-Heart)-to-Order Restaurant.” Guests can also enjoy heart-warming activities and live music from leading T-POP acts, including PERSES, Whal & Dolph, and No One Else.
In addition, Raphatsorn “Chef Lat” Chirachurichai from MasterChef Thailand Season 2 appears at BLOCK K, Siam Square, serving special comfort dishes at the Cooked(-by-Heart)-to-Order Restaurant.
Roann Co, Director of Ajinomoto Co. (Thailand) Ltd., shared that even when life feels unpredictable, eating remains a choice people can still control. People can decide what to eat, where to eat, how to eat, and who to eat with. From a psychological view, those small choices can lower stress and help people feel more at ease.
For more than 65 years in Thailand, Ajinomoto has worked with food to help build a society where people can “Eat Well, Live Well.” The company has long seen food as more than nutrition or fullness. It can also support emotional well-being in a way that feels close and practical.
This year, Ajinomoto brings back “Eating is a Miracle,” a campaign that previously sparked conversation about self-love. At the same time, the company builds on that message through the theme of “Comfort Eating.”
The campaign encourages people to value the good moments during meals, whether that means a favorite dish, a calm atmosphere, or sharing food with someone who feels safe to be around. As the campaign message says, when people eat deliciously and comfortably, their hearts feel better.
Earlier this year, Ajinomoto kicked off the campaign with LINE MAN Wongnai through “Your Comfort Is Arriving.” From January through mid-March, the effort delivered comfort food, special dishes, and limited-edition Ajinomoto Comfort Kits to homes across Thailand.
Now, Ajinomoto and its partners are bringing that same feeling to a larger space through the Eating is a Miracle Self-Love Food Fest. The goal is to create a small sanctuary for both body and mind, while also welcoming back the Cooked(-by-Heart)-to-Order Restaurant, which many visitors still remember.
This year, Chef Lat joins to prepare exclusive dishes, paired with activities designed to lift both mood and energy throughout the festival. The event is free and open to the public, so everyone can experience “Eating is a Miracle” together and turn an ordinary meal into a meaningful moment.
What Visitors Can Expect at the Festival
To help guests enjoy the full experience, visitors receive a “Power Up Passport” at the entrance. Then they can explore restaurant booths and interactive zones meant to bring great flavors, fun moments, and emotional comfort, including:
- Restaurants from LINE MAN Wongnai: Signature dishes and drinks from more than 20 popular outlets, including Pasta Ama, Nood’s Pork Noodles, BAKEBELLY, and restaurants from MasterChef Thailand alumni such as Hommi, Chef Chanon’s egg noodles with soy-cured egg yolk, and Moo Thong Moo Tod (deep-fried pork) by Chef Toei.
- Cooked(-by-Heart)-to-Order Restaurant: A return of the “feelings” and “heart” dining concept, with exclusive comfort dishes prepared by Raphatsorn “Chef Lat” Chirachurichai from MasterChef Thailand Season 2.
- Mini Concerts: Live shows by PERSES (20 Feb), Whal & Dolph (21 Feb), and No One Else (22 Feb), plus performances from student bands.
- Heart-Healing Activity Booths: Light and uplifting activities like tarot reading (“Pick a Card, Heal Your Heart”) and “Poems for Your Heart,” with live poetry writing by the Romantic Rai Facebook Page.
- Grocery Detective Activity: The “AminoScience” MATCH & LEARN activity, where participants can receive souvenirs from Ajinomoto’s product portfolio and other special prizes.
- Ajinomoto Booth: A range of menu items featuring YumYum, RosDee, UMAI, and Birdy.
In addition, the festival welcomes Tienchai “Chef Tien” Perapongsaton from MasterChef The Professionals Thailand (21 Feb) and Patcharakhun “Chef Toei” Kalyanamitr from Hell’s Kitchen Thailand (22 Feb). Both chefs will prepare special dishes at the event. They will also share easy comfort food recipes that participants can try at home, adding both taste and emotional warmth across the festival days.
Ajinomoto says it wants to grow “Eating is a Miracle” into an experience that people can feel and bring into daily life. The long-term focus stays the same: support both physical and emotional well-being through everyday meals, in line with the “Eat Well, Live Well.” spirit the company has supported for years.
At the same time, Ajinomoto remains focused on developing a wide range of products to meet changing food and lifestyle needs for people of all ages. Updates and activities for the “Eating is a Miracle” campaign are available at: https://www.ajinomoto.co.th/th/well-being/eating-is-a-miracle/
About Ajinomoto Co. (Thailand) Ltd.
The Ajinomoto Group in Thailand began in 1960 and is known for its core expertise in “AminoScience.” Through ongoing research and development, the company continues to meet consumer needs with a wide selection of great-tasting products.
The Group also works to address social issues and create value through business under the philosophy of The Ajinomoto Group Creating Shared Value (ASV). The company aims to be a group that delivers nutrition and well-being based on “AminoScience,” aligned with its corporate vision to be a leader in supporting sustainable “Eat Well, Live Well.” lifestyles in Thai society.
Under ASV, the Ajinomoto Group runs its business to provide solutions and innovations linked to food and health. At the same time, it works to reduce environmental impact, to support a society where happiness can grow for the future. For more information, visit www.ajinomoto.co.th.
